Training Example: Design Essentials – Review the Data, Give Your Score & Compare to the Real AI Evaluation

[IMG: A 44-second promotional video featuring a diverse group of people getting their hair styled and photographed in a vibrant salon setting. The video highlights joyful moments of hairstyling, diverse hair colors and textures, and a fun, inclusive atmosphere designed to promote the website]

[IMG: A 44-second promotional video featuring a diverse group of people getting their hair styled and photographed in a vibrant salon setting. The video highlights joyful moments of hairstyling, diverse hair colors and textures, and a fun, inclusive atmosphere designed to promote the website]

[H1] Celebrating 35 Years

[H3] Over the decades, we have remained committed to quality, education, and community engagement.

ABOUT US

[IMG: <h1><strong>Balanced </strong><em><strong>Scalp</strong></em><strong>. Healthy </strong><em><strong>Hair</strong></em><strong>.</strong><em><strong> </strong></em></h1>]

[H1] Balanced Scalp. Healthy Hair.

[H3] Healthy hair begins at the scalp. Discover cleansing and nourishing essentials designed to refresh and restore from the root.

SHOP THE SCALP CARE COLLECTION

[H2] Popular Products

BEST SELLERS

NEW ARRIVALS

[IMG: Image of the front label of Design Essentials Honey Crème Moisture Retention Super Detangling Conditioning Shampoo 12 fl oz. bottle, a sulfate-free formula that softens, detangles, and restores moisture for hydrated, manageable hair.]

[IMG: Image of the back label of Design Essentials Honey Crème Moisture Retention Super Detangling Conditioning Shampoo 12 fl oz. bottle, a sulfate-free formula that softens, detangles, and restores moisture for hydrated, manageable hair.]

Honey Creme Moisture Retention Super Detangling Conditioning Shampoo

Starting at $14.00

QUICK ADD

[IMG: Image of front label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Conditioner 11oz jar, a sulfate-free formula infused with peppermint and rosemary to deeply condition, detangle, and nourish dry hair while calming inflammation.]

[IMG: Image of the back label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Conditioner 11oz jar, a sulfate-free formula infused with peppermint and rosemary to deeply condition, detangle, and nourish dry hair while calming inflammation.]

Rosemary & Mint Stimulating Super Moisturizing Conditioner

Starting at $14.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Almond Butter Express Instant Moisturizing Conditioner 11 oz jar, a lightweight blend enriched with almond butter to instantly hydrate, soften, and detangle hair for a silky, smooth finish.]

[IMG: Image of the back label of Design Essentials Almond Butter Express Instant Moisturizing Conditioner 11 oz jar, a lightweight blend enriched with almond butter to instantly hydrate, soften, and detangle hair for a silky, smooth finish.]

Almond Butter Express Instant Moisturizing Conditioner

Starting at $13.00

QUICK ADD

[IMG: A 12oz bottle of Design Essentials Almond & Avocado Moisturizing & Detangling Sulfate-Free Shampoo, formulated to gently cleanse, hydrate, and detangle all hair textures.]

[IMG: Back label of Design Essentials Almond & Avocado Moisturizing & Detangling Sulfate-Free Shampoo showing ingredients and usage directions.]

Almond & Avocado Moisturizing & Detangling Sulfate-Free Shampoo

Starting at $35.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Honey Crème Moisture Retention Masque 12 oz jar, a silicone-free deep-conditioning treatment infused with honey and sunflower oil to enhance softness, shine, and detangling for medium to coarse hair.]

[IMG: Image of the back label of Design Essentials Honey Crème Moisture Retention Masque 12 oz jar, a silicone-free deep-conditioning treatment infused with honey and sunflower oil to enhance softness, shine, and detangling for medium to coarse hair.]

Honey Crème Moisture Retention Masque

Starting at $20.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Shampoo 12.9 fl oz. bottle, a sulfate-free formula that invigorates the scalp, deeply cleanses, and strengthens strands for reduced breakage.]

[IMG: Image of the front label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Shampoo 32 fl oz. bottle, a sulfate-free formula that invigorates the scalp, deeply cleanses, and strengthens strands for reduced breakage.]

Rosemary & Mint Stimulating Super Moisturizing Shampoo

Starting at $15.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Peppermint & Aloe Soothing Scalp Care Conditioner 12 oz bottle, a lightweight formula infused with aloe, peppermint oil, and tea tree oil to hydrate, nourish, and refresh the scalp while detangling hair for easy styling.]

[IMG: Image of the front label of Design Essentials Peppermint & Aloe Soothing Scalp Care Conditioner 32 oz bottle, a lightweight formula infused with aloe, peppermint oil, and tea tree oil to hydrate, nourish, and refresh the scalp while detangling hair for easy styling.]

Peppermint & Aloe Soothing Scalp Care Conditioner

Starting at $15.00

QUICK ADD

[IMG: Front label of Design Essentials® Scalp Care Anti-Itch & Tension Relief Scalp Butter, infused with tea tree oil, peppermint, and aloe to calm and nourish dry scalps.]

[IMG: Back label of Design Essentials® Scalp Care Anti-Itch & Tension Relief Scalp Butter, showcasing ingredients and instructions for protecting hair from breakage and locking in moisture.]

Scalp Care Anti-Itch & Tension Relief Scalp Butter

Starting at $12.99

QUICK ADD

[IMG: <h2>Straight | Type 1 (A-C)</h2>]

SHOP BY HAIR TYPE

[H2] Straight | Type 1 (A-C)

Hair that grows without bends or curves often appears smooth, flat, and naturally glossy. Lightweight moisture, oil control, and volume support help keep straight textures fresh and full of movement.

SHOP PRODUCTS

[IMG: <h2>Wavy | Type 2 (A-C)</h2>]

SHOP BY HAIR TYPE

[H2] Wavy | Type 2 (A-C)

Wavy strands create soft curves or loose S-patterns that shift with texture and density. Definition, frizz control, and lightweight moisture help bring out the best in every wave.

SHOP PRODUCTS

[IMG: <h2>Curly | Type 3 (A-C)</h2>]

SHOP BY HAIR TYPE

[H2] Curly | Type 3 (A-C)

From loose loops to springy spirals, curly hair thrives with moisture and curl-enhancing care that supports shape and softness.

SHOP PRODUCTS

[IMG: <h2>Coily | Type 4 (A-C)</h2>]

SHOP BY HAIR TYPE

[H2] Coily | Type 4 (A-C)

Tight coils and zig-zag patterns make coily hair beautifully dense and delicate. Deep hydration and strength-focused care are key.

SHOP PRODUCTS

[IMG: <h2>Relaxed | Chemically Treated</h2>]

SHOP BY HAIR TYPE

[H2] Relaxed | Chemically Treated

Chemically straightened hair often appears sleek but can become dry or fragile over time. A consistent care routine helps protect against breakage and restore softness.

SHOP PRODUCTS

[IMG: <h2>Locs + Protective Styles</h2>]

SHOP BY HAIR TYPE

[H2] Locs + Protective Styles

Styles like braids, twists, and locs protect natural hair and retain length. Gentle scalp care and moisture keep them feeling fresh.

SHOP PRODUCTS

[H2] Shop by Collection

[IMG: Classic]

[H3]
Classic
Salon Quality, Pro-Recommended

SHOP

[IMG: Almond & Avocado]

[H3]
Almond & Avocado
Hydrated, Frizz-Free Curls

SHOP

[IMG: African Chebe]

[H3]
African Chebe
Strengthen & Retain Length

SHOP

[IMG: Agave & Lavender]

[H3]
Agave & Lavender
Shields & Protects Hair From Heat

SHOP

[IMG: Coconut & Monoi]

[H3]
Coconut & Monoi
Curl Defining & Hydrating Stylers

SHOP

[IMG: Scalp Care]

[H3]
Scalp Care
Natural Oils for Healthy Scalp Care

SHOP

SHOP ALL COLLECTIONS

[H2] Your Hair, Your Routine

Discover care tips, pro techniques, and everyday routines designed to meet the needs of all hair types. Whether you’re refreshing, styling, or starting from scratch, our guidance makes great hair days easier to achieve.

LEARN MORE

[IMG: Beige Comb motif]

[IMG: Beige Comb motif]

[IMG: Woman with long dark wavy hair pulling a strand forward, looking to the side against a neutral background.]

[IMG: Beige Comb motif]

[IMG: Young woman with red curly hair and freckles gently pulling at a curl while looking off to the side.]

[IMG: Signature beige comb motif]

[IMG: Black woman with natural hair styled in sections demonstrating defined curls and coils after applying Design Essentials hair care products.]

[IMG: Signature beige comb motif]

[IMG: Woman with long red curly hair smiling while holding a curl of her hair in front of a brown background.]

[IMG: Signature beige comb motif]

[IMG: <h2>Are you a professional? </h2>]

[H2] Are you a professional?

Verify your license through BeautyAList to access Design Essentials Professional pricing.

SIGN INTO PRO SHOP

[IMG: <h2>When Care Reaches<em> Further</em></h2>]

COMMUNITY INITIATIVES

[H2] When Care Reaches Further

Our commitment doesn’t stop at healthy hair. It lives in the way we invest in communities, support professionals, and stay present in the places that matter most. Every partnership, program, and initiative is rooted in listening, consistency, and care.

LEARN MORE

[IMG: <h2><em>Our</em> Story</h2>]

ABOUT US

[H2] Our Story

Design Essentials began with a simple belief: every hair type deserves quality care without compromise. For over 35 years, we’ve created salon-quality products grounded in science and crafted with intention to deliver real results and healthy, beautiful hair.

LEARN MORE

CUSTOMER REVIEW

[H1] " My low porosity hair easily ate this [Peppermint & Aloe] conditioner up as most usually sit on top of my hair. Very creamy and silky feeling, detangling was easy and my hair felt quenched and healthier. "

[H3] — Brittney C.

[H2] Our Customers Have Style

[H2] Trusted By

[IMG: Design Essentials Distributors]

[IMG: Walmart logo in black]

[IMG: Ulta Beauty logo]

[IMG: Dollar General logo in Black and White]

[IMG: Beauty Supply Store logo]

[IMG: JcPenney Salon logo in black]

[IMG: Amazon logo in black]

[IMG: Target Logo in Black]

[IMG: Walgreens logo in black]

[IMG: H. E. Butt Grocery Company logo]

[IMG: Popshelf Logo in Black]

FILTER & SORT

[IMG: Image of the front label of Design Essentials Honey Crème Moisture Retention Super Detangling Conditioning Shampoo 12 fl oz. bottle, a sulfate-free formula that softens, detangles, and restores moisture for hydrated, manageable hair.]

[IMG: Image of the back label of Design Essentials Honey Crème Moisture Retention Super Detangling Conditioning Shampoo 12 fl oz. bottle, a sulfate-free formula that softens, detangles, and restores moisture for hydrated, manageable hair.]

Honey Creme Moisture Retention Super Detangling Conditioning Shampoo

Starting at $14.00

QUICK ADD

[IMG: Image of front label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Conditioner 11oz jar, a sulfate-free formula infused with peppermint and rosemary to deeply condition, detangle, and nourish dry hair while calming inflammation.]

[IMG: Image of the back label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Conditioner 11oz jar, a sulfate-free formula infused with peppermint and rosemary to deeply condition, detangle, and nourish dry hair while calming inflammation.]

Rosemary & Mint Stimulating Super Moisturizing Conditioner

Starting at $14.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Almond Butter Express Instant Moisturizing Conditioner 11 oz jar, a lightweight blend enriched with almond butter to instantly hydrate, soften, and detangle hair for a silky, smooth finish.]

[IMG: Image of the back label of Design Essentials Almond Butter Express Instant Moisturizing Conditioner 11 oz jar, a lightweight blend enriched with almond butter to instantly hydrate, soften, and detangle hair for a silky, smooth finish.]

Almond Butter Express Instant Moisturizing Conditioner

Starting at $13.00

QUICK ADD

[IMG: Image of Design Essentials Oat Protein & Henna Deep Cleansing Shampoo 12 oz bottle, a volumizing shampoo that deeply cleanses, strengthens hair strands, and adds bounce and shine to all hair types.]

[IMG: Image of Back of Label of Design Essentials Oat Protein & Henna Deep Cleansing Shampoo 12 oz bottle, a volumizing shampoo that deeply cleanses, strengthens hair strands, and adds bounce and shine to all hair types.]

Oat Protein & Henna Deep Cleansing Shampoo

Starting at $12.00

QUICK ADD

[IMG: Front of the Peppermint & Aloe Soothing Scalp Tonic 4 oz bottle: A sleek bottle with the Design Essentials logo and text showcasing the product name, emphasizing its ability to purify, calm, and soothe the scalp with natural peppermint and aloe oils.]

[IMG: Back of the Peppermint & Aloe Soothing Scalp Tonic 4 oz bottle: Includes detailed instructions for use as a pre-shampoo or leave-in treatment, a list of key ingredients like peppermint oil, aloe vera, and tea tree oil, and benefits such as relieving itchiness, reducing flaking, and promoting a healthy scalp environment]

Peppermint & Aloe Soothing Scalp Tonic

Starting at $12.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Peppermint & Aloe Soothing Scalp Care Shampoo 12 fl oz. bottle, an advanced formula infused with aloe and tea tree oil to gently cleanse, soothe dry scalps, and maintain natural moisture balance.]

[IMG: Peppermint & Aloe Therapeutics Anti-Itch Shampoo - Hair Reference Chart]

Peppermint & Aloe Soothing Scalp Care Shampoo

Starting at $15.00

QUICK ADD

[IMG: Front label of the Design Essentials BAMBOO & SILK HCO LEAVE-IN CONDITIONER 8 fl oz bottle: A clear bottle with a purple Design Essentials logo and text showcasing the product name, highlighting its ability to moisturize, detangle, and strengthen hair while protecting against heat damage.]

[IMG: Back label of the Design Essentials BAMBOO & SILK HCO LEAVE-IN CONDITIONER 8 fl oz bottle: A clear bottle with a purple Design Essentials logo and text showcasing the product name, highlighting its ability to moisturize, detangle, and strengthen hair while protecting against heat damage.]

Bamboo & Silk HCO Leave-In Conditioner

Starting at $13.00

QUICK ADD

[IMG: Design Essentials Milk & Honey 6-N-1 Reconstructive Conditioner 32oz bottle, enhanced with HydraStrength Vitamin & Protein Complex to strengthen, moisturize, and restore hair while preventing breakage.]

[IMG: Milk & Honey 6N1 Reconstructive Conditioner - Hair Reference Chart]

Milk & Honey 6N1 Reconstructive Conditioner

Starting at $52.00

QUICK ADD

[IMG: Botanical Oils Hair and Body Moisturizer, ​Front of the 4 oz container: Displays the Design Essentials logo and product name, emphasizing its dual-purpose formula for deeply penetrating both hair and skin.]

[IMG: Hair Reference Chart for Botanical Oils Hair and Body Moisturizer meant for most hair types except fine and oily types.]

Botanical Oils Hair and Body Moisturizer

Starting at $14.00

QUICK ADD

[IMG: Design Essentials Restore Vitamin Treatment bottle, an 8 fl oz product designed to strengthen and nourish hair with HydraStrength Vitamin & Protein Complex, providing triple conditioning protection before, during, and after chemical services. ​]

[IMG: Design Essentials Restore Vitamin Treatment , back label of the bottle, an 8 fl oz product designed to strengthen and nourish hair with HydraStrength Vitamin & Protein Complex, providing triple conditioning protection before, during, and after chemical services. ​]

Restore Vitamin Hair Treatment

Starting at $17.00

QUICK ADD

[IMG: Image of the front of Design Essentials Reflections Liquid Shine Spray 4oz, lightweight anti-frizz hair shine spray with thermal protection.]

[IMG: Hair Reference Chart for Reflections Liquid Shine is best for all hair except oil types.]

Reflections Liquid Shine

Starting at $21.00

QUICK ADD

[IMG: Compositions Foaming Wrap Lotion ​
Front of the bottle: A sleek 10 oz bottle with the Design Essentials logo and product name, emphasizing its lightweight formula infused with wheat protein to moisturize, nourish, and strengthen hair during wet styling processes.]

[IMG: Back of the 10 oz bottle: Includes detailed instructions for use, highlighting its ability to detangle on contact, create smooth wraps, sets, and molds with medium to firm hold, and provide intense shine without flaking. Key ingredients like wheat protein are listed, along with benefits such as quick drying and enhanced manageability.]

Compositions Foaming Wrap Lotion

Starting at $16.00

QUICK ADD

[IMG: Design Essentials Diamonds Oil Sheen Spray 10oz, lightweight aerosol oil sheen spray infused with wheat, aloe, and olive extracts for shine and moisture.]

[IMG: Back label of Design Essentials Diamonds Oil Sheen Spray 10oz showing ingredients, directions for use, and safety information.]

Diamonds Oil Sheen Spray

Starting at $14.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Honey Crème Moisture Retention Masque 12 oz jar, a silicone-free deep-conditioning treatment infused with honey and sunflower oil to enhance softness, shine, and detangling for medium to coarse hair.]

[IMG: Image of the back label of Design Essentials Honey Crème Moisture Retention Masque 12 oz jar, a silicone-free deep-conditioning treatment infused with honey and sunflower oil to enhance softness, shine, and detangling for medium to coarse hair.]

Honey Crème Moisture Retention Masque

Starting at $20.00

QUICK ADD

[IMG: Front of the Peppermint & Aloe Soothing Scalp Care Treatment 5 oz jar: A compact bottle with the Design Essentials logo and product name, highlighting its lightweight formula designed to hydrate, soothe, and revitalize the scalp with peppermint oil and aloe vera.]

[IMG: Back view of the Peppermint & Aloe Soothing Scalp Care Treatment 5 oz jar: Features usage instructions for applying directly to the scalp, a list of key ingredients like peppermint oil, aloe vera, and vitamin E, and benefits such as relieving dryness, calming irritation, and maintaining a healthy scalp environment.]

Peppermint & Aloe Soothing Scalp Care Treatment

Starting at $14.00

QUICK ADD

[IMG: An 8 oz bottle of Design Essentials Formations Finishing Spritz with a purple label, showcasing its dynamic finishing spray designed for long-lasting hold and shine.]

[IMG: Hair Reference Chart for Formations Finishing Spritz suitable for most hair except dry types.]

Formations Finishing Spritz

Starting at $14.00

QUICK ADD

[IMG: Silk Essentials Thermal Strengthening Serum ​Front of the 4oz bottle: Displays the Design Essentials logo and product name, emphasizing its lightweight formula that strengthens and smooths hair while locking in moisture during heat styling.]

[IMG: Front of the 4 oz bottle of Silk Essentials Thermal Strengthening Serum ​: Displays the Design Essentials logo and product name, emphasizing its lightweight formula that strengthens and smooths hair while locking in moisture during heat styling.]

Silk Essentials Thermal Strengthening Serum

Starting at $23.00

QUICK ADD

[IMG: Design Essentials Milk & Honey Neutralizing Conditioning Shampoo bottle, 32oz bottle. Designed to neutralize relaxers, restore pH balance, and condition hair with HydraStrength Vitamin & Protein Complex.]

[IMG: Milk & Honey Neutralizing Conditioning Shampoo - Hair Reference Chart]

Milk & Honey Neutralizing Conditioning Shampoo

Starting at $34.00

QUICK ADD

[IMG: Herbal Complex 4 Hair & Scalp Treatment, Front of the 5 oz jar: Features the Design Essentials logo and product name, emphasizing its lightweight formula designed to moisturize hair and alleviate dry scalp and irritation.]

[IMG: Herbal Complex 4 Hair & Scalp Treatment, Back of the 5oz jar: Highlights benefits such as restoring natural moisture and shine, providing thermal protection, and softening hair for easy styling.]

Herbal Complex 4 Hair & Scalp Treatment

Starting at $14.00

QUICK ADD

[IMG: Front label of Design Essentials Kukui & Coconut Hydrating Leave-In Conditioner, 12 oz bottle: A clear bottle with the Design Essentials logo and text highlighting the product name, emphasizing its ability to deeply hydrate, soften, and moisturize hair with kukui and coconut oils.]

[IMG: Back view of Design Essentials Kukui & Coconut Hydrating Leave-In Conditioner, 12 oz bottle: Features detailed usage instructions, a list of nourishing ingredients like kukui oil, coconut oil, and jojoba oil, and benefits such as promoting healthy hair, preventing breakage, and maintaining moisture balance.]

Kukui & Coconut Hydrating Leave-In Conditioner

Starting at $13.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Shampoo 12.9 fl oz. bottle, a sulfate-free formula that invigorates the scalp, deeply cleanses, and strengthens strands for reduced breakage.]

[IMG: Image of the front label of Design Essentials Rosemary & Mint Stimulating Super Moisturizing Shampoo 32 fl oz. bottle, a sulfate-free formula that invigorates the scalp, deeply cleanses, and strengthens strands for reduced breakage.]

Rosemary & Mint Stimulating Super Moisturizing Shampoo

Starting at $15.00

QUICK ADD

[IMG: The front of a 3.7oz jar of Design Essentials Sleek MAX Edge Control, offering a firm hold without flaking. ​ The label emphasizes its suitability for relaxed and natural hair, providing intense shine and smoothness while protecting delicate edges. ​ It is free from parabens, silicones, alcohol, and mineral oil.]

[IMG: The back label of the Design Essentials Sleek MAX Edge Control 3.7oz jar outlines its firm hold formula designed for sleek styles without flaking.]

Sleek MAX Edge Control

Starting at $14.00

QUICK ADD

[IMG: Image of the front label of Design Essentials Peppermint & Aloe Soothing Scalp Care Conditioner 12 oz bottle, a lightweight formula infused with aloe, peppermint oil, and tea tree oil to hydrate, nourish, and refresh the scalp while detangling hair for easy styling.]

[IMG: Image of the front label of Design Essentials Peppermint & Aloe Soothing Scalp Care Conditioner 32 oz bottle, a lightweight formula infused with aloe, peppermint oil, and tea tree oil to hydrate, nourish, and refresh the scalp while detangling hair for easy styling.]

Peppermint & Aloe Soothing Scalp Care Conditioner

Starting at $15.00

QUICK ADD

[IMG: The front of a 3.7oz jar of Design Essentials Sleek Edge Control, designed for relaxed and natural hair. ​ The label highlights its ability to smooth the hairline with pliable hold, minimize frizz, and tame flyaways without buildup. ​ It is free from parabens, silicones, alcohol, and mineral oil.]

[IMG: The back label of the Design Essentials Sleek Edge Control 3.7 oz jar provides product details, usage instructions, and ingredients. ​ It emphasizes its non-flaking formula, designed to smooth edges and tame flyaways. ​ The label also highlights its]

Sleek Edge Control

Starting at $14.00

QUICK ADD

[IMG: Contours Protein Styling Gel ​
Front of the 32 oz jar: Displays the Design Essentials logo and product name, emphasizing its medium-to-firm hold formula enriched with panthenol to smooth and hold hair without flaking.]

[IMG: Back of the 32 oz jar: Written in Spanish & English. Highlights usage instructions for applying to clean, wet or towel-blotted hair to mold, sculpt, or set as desired. ​ Lists benefits such as quick-drying, non-flaking formula, luminous shine, and increased manageability. ​ Key ingredients like panthenol are noted for their protective and strengthening properties during styling. ​]

Contours Protein Styling Gel

Starting at $20.00

QUICK ADD

[IMG: Front of the 16 oz jar for Loc & Braid Styling Gel ​: Features the Design Essentials logo and product name, emphasizing its strong hold formula designed for starting and re-twisting locs, braids, twists, and ponytails

[IMG: A 44-second promotional video featuring a diverse group of people getting their hair styled and photographed in a vibrant salon setting. The video highlights joyful moments of hairstyling, diverse hair colors and textures, and a fun, inclusive atmosphere designed to promote the website]

[IMG: A 44-second promotional video featuring a diverse group of people getting their hair styled and photographed in a vibrant salon setting. The video highlights joyful moments of hairstyling, diverse hair colors and textures, and a fun, inclusive atmosphere designed to promote the website]

[IMG: Black-and-white vintage photograph of a male athlete smiling, wearing a collared shirt.]

Design Essentials was founded in 1990 by Cornell McBride Sr., a visionary who saw a need for professional-grade haircare — rooted in science, inspired by culture, and designed for textured hair.

[IMG: Vintage advertisement poster for Sta-Sof-Fro Curl System featuring a man and a woman holding curl products, classic 80s styling.]

Before launching the brand, Mr. McBride made history with Sta Sof Fro — a revolutionary product that defined the iconic Afro. Starting with just $500, he became know as ‘The Man Who Gave The World The Afro” and a multi-millionaire by age 35.

[IMG: Formal studio portrait of a multi-generation family dressed in suits and historic attire against a painted backdrop.]

Our legacy continues under the leadership of Cornell McBride Jr., alongside the support of his siblings, Sholanda and Andre, and their mother Harriet, who has been a guiding light of our journey since day one.

[IMG: Front of the Calm Soothing Scalp Protection bottle, a formula designed to soothe and protect the scalp during chemical processes, enriched with menthol, aloe, and vitamin E.]

The spirit of their eldest daughter Sheila, who passed away from kidney disease, lives on powerfully within the brand. Her initials, S.A.M., are lovingly printed on every bottle, and her favorite color — purple — remains a signature part of our brand identity. In her honor, we support kidney research, among other causes that reflect the heart of who we are.

[IMG: Four women standing with their backs to the camera, showcasing different hair textures: tightly curled, coiled, wavy, and kinky.]

From the start, we’ve stood for more than beauty. Our vision is to empower confidence through healthy hair — offering real solutions for every style, every texture, and every crown. We are rooted in the professional community and proudly expanded our reach, bringing salon-quality results directly to consumers.

[IMG: Cornell McBride]

Today, under the leadership of Cornell McBride Jr., Design Essentials is a global brand with a presence in over 30 countries. We continue to grow with an unwavering focus on innovation, authenticity, and community impact.

[H2] Learn More About Us

[IMG: Two women with curly hair facing each other closely against a beige background .]

Community Initiatives

[IMG: Hand holding up an open jar of Honey Crème Moisture Retention Masque, a rich golden yellow hair cream viewed from above]

Shop Solutions

[IMG: Smiling professional hairstylist holding a purple hairdryer while wearing a black outfit]

Education

[H1]

Salons

+

Stores

We're proud to service professionals and customers worldwide, with international locations coming soon. Find retail partners, Design Essentials Certified Stylists, and professional distributors near you. Distributors are listed by zip code coverage areas to connect you with the right partner.Contact us at customerservice@designessentials.com if you are unable to find a distributor in your area.

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